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A Social Media Strategy for TDM

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  • TAKE AWAY ONE THING – THE POWER OF TWITTER
  • FOCUSING TODAY ON TOOLS MOST FAMILIAR – OTHERS: MYSPACE, VIMEO, PICASA, ETC.
  • TAP INTO SOCIAL NETWORKS; WORD-OF-MOUTH
  • FACEBOOK – 72
    TWITTER – 34
    LINKEDIN – 38
    WORDPRESS
    WEBSITE
  • SOCIAL NETWORKING – TAPPING INTO PERSONAL NETWORKS
    MESSAGE COMES FROM A TRUSTED SOURCE; AMBASSADORS AND CHAMPIONS OF THE MESSAGE
  • HAD ASSUMED OUR TARGET AUDIENCE WAS 20-35
    CARPOOL ZONE USERS – 30-45
  • WIDGETS
  • BLOG
    TWITTER
  • TWITTER – TRANSIT; USE OTHER SOURCES, BUILD A LIST
  • SMART COMMUTE AWARDS ALBUM
  • SMART COMMUTE AWARDS WIDGET
  • SLIDESHARE
    YOUTUBE
  • ALOW INSIGHT INTO OUR TEAM AND OUR EXPERTISE
  • USING SOCIAL NETWORKS TO GENERATE INTEREST, CELEBRATE SUCCESSES
  • CREATING COMMUNITY AND DISCUSSION – STILL LEARNING
  • WAS LIVE, NOW ARCHIVED ON WEBSITE
  • YOUTUBE VIDEO
    COMMENTS AND FEEDS
    ALSO PHOTOS AND MORE – ALL FED IN LIVE FROM SMARTPHONES
  • FACEBOOK LINK
  • Transcript

    • 1. A Social Media Strategy for TDM How Smart Commute has integrated social media tools into outreach and campaigns
    • 2. Shout Outs @pazpeter @kephsenett @aaronofgaul @smartcommutecy @kklyeung
    • 3. A Social Media Strategy for TDM  Profile  What is Social Media?  Why use Social Media?  Pools, Pipelines and People  Identity and Promotion  Challenges  Our Next Steps @ryan_lanyon November 24, 2010
    • 4. Profile  Smart Commute  Greater Toronto + Hamilton  Metrolinx + 11 TMAs  150+ employers  350,000+ commuters  Carpool Zone  www.smartcommute.ca  @smartcommute  Social media – one year
    • 5. What is Social Media?  Wikipedia
    • 6. What is Social Media?  Wikipedia  “Media for social interaction.”
    • 7. What is Social Media?  Wikipedia  “Media for social interaction.”  “Consumer-generated media.”  “Blending of technology and social interaction for the co-creation of value.”
    • 8. What is Social Media?  Wikipedia  “Media for social interaction.”  “Consumer-generated media.”  “Blending of technology and social interaction for the co-creation of value.”  Kaplan and Haenlein  “A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user- generated content.”
    • 9. What is Social Media?  Internet-based communications channels that enable instant, frequent two-way messaging and establish communities around common principles and ideas.  Facebook  Twitter  YouTube  LinkedIn  Flickr, etc.
    • 10. What is Social Media?  Traditional Media  Print, radio, billboards, television  Expensive  Long lead time, fixed  Budget determines reach  “Push” messaging to audience (one-way)  Complete control over messaging  Social Media  Facebook, YouTube, LinkedIn, Twitter, blogs  Inexpensive (often free)  Immediate, dynamic  Popularity of message determines reach  Two-way communication with target audience  Unmediated/less control
    • 11. What is Social Media?  Traditional Media  For larger, distinct campaigns  To disseminate on-site information (i.e. posters for B2WD)  Targeted audience (i.e. ads in commuters magazines)  Target older audience (35- 55 years).  Social Media  Frequently, regularly, to keep engaged with related issues and topics  To report live from events/initiatives  To create buzz  Target younger audience (students, young professionals)  Filter audiences and target messenging
    • 12. Why use Social Media?  Free and easy to use  Instant communication and feedback  Dynamic website content  Eliminates programming website updates  Targetted messaging  Younger audience  Build community and loyalty  Create champions and inform opinion leaders
    • 13. Why use Social Media? 72 34 38
    • 14. Why use Social Media? + 5 minutes 350 People $0
    • 15. Why use Social Media?  Carpool Zone Users by Age  Sample of Smart Commute audience demographics Source: Carpool Zone, July 2010
    • 16. Why use Social Media?  Social media can reach younger audiences  For example, as of July 2010, a full 57% of Facebook users fall into the 18-34 demographic. Source: Facebakers on Mashable, July 2010
    • 17. Why use Social Media? People are talking about you or the issues you care about. #sms2010 ACT Canada Sustainable Mobility Summit 2010
    • 18. Pools, Pipelines and People  Pools (Content)  Photos  Videos  Blogs  Presentations  Events
    • 19. Pools, Pipelines and People  Pipeline (Communication)  Tweets  News and updates  Discussion  Comments
    • 20. Pools vs. Pipelines +websites
    • 21. Pools – WordPress
    • 22. Pipeline – WordPress, Twitter
    • 23. Pipeline – Twitter
    • 24. Pool – flickr
    • 25. Pipeline – flickr
    • 26. Pipelines – SlideShare, YouTube
    • 27. Pools, Pipelines and People  People (Community)  Discussion  Dialogue  Comments  Collaboration
    • 28. Pipeline – LinkedIn
    • 29. People – LinkedIn
    • 30. People – LinkedIn
    • 31. All of the Above – CoveritLive
    • 32. All of the Above – CoveritLive
    • 33. Identity and Promotion  Establish your identity  Be consistent.  Set standards – avatar!  Relate to your program.  Be visible.  Speak in a consistent voice.  Create a personality.  Position youself as a subject matter expert and go-to resource in your community.
    • 34. Identity and Promotion  Content Guidelines and Protocols  Choose the appropriate account – Facebook = Page – LinkedIn = Group – Twitter = Account  Don’t spam – make each post relevant. – Choose carefully when reposting content from others. – Don’t repeat everything on your program and personal accounts; the same people may follow both.
    • 35. Identity and Promotion  Promotion  Reach out to others; search for those already interested.  Integrate into your marketing materials.  Experiment and have fun!
    • 36. Identity and Promotion
    • 37. Challenges  Technology  Keeping on top of developments  Building Community  Having a strong presence  Generating two-way communication and discussion  Monitoring  Are we being effective?  What are the most useful metrics?  http://wiki.kenburbary.com
    • 38. Challenges  Monitoring – Suggested KPI  Twitter = # of followers, # of tweets about you, # of times your tweets have been retweeted  Facebook = # of ‘Likes’, # of shares, # of positive and negative comments (Facebook provides its own KPI)  LinkedIn = # of users in your group, # of comments  YouTube = # of shares, # of positive and negative comments  Other = Mentions in blogs, comments, forums, news outlets, photos and videos
    • 39. Our Next Steps  iPhone and Android app  Beta testing – find the small icon on our website  Content Development  Regular schedule of publishing  Smart Commute Handbook – staff wiki  Website content – public wiki?  Promotion and Community-building  Monitoring and Metrics  Searching tools to assist
    • 40. Follow us! @smartcommute Ryan Lanyon Manager, Smart Commute Metrolinx ryan.lanyon@metrolinx.com

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